Some phone manufacturers can't help descend into litanies of specs, hoping to blind you with supposed science.

Nokia seems to understand that it has a heritage, one to which at least some people are emotionally attached.

So it's released ads that try to appeal to your human nature, not your (slightly less) human nerd-ture.

The ad for the 6 and 7 Plus tells the tale of a relationship between two best friends. The true measure of this relationship is that they're there for each other when they're most needed.

When you're being chased by a bunch of kids who want to beat your head in, for example.

The message here is twofold.

"You need a phone you can rely on" is, of course, the obvious one. There's also, though, the thought that you used to have a close relationship with Nokia phones, so listen to your heart and let's start over.

It's pleasantly done, if a touch conventional. We've surely seen quite a few ads that take you through life's important moments. Here, though, not once do we hear a single spec being injected into our ears.

For the Sirocco 8, there's also an everyman appeal. Indeed, both ads are a little mannish. Still, the appeal here is again emotional.

All the ad tells you is that the Sirocco 8 is a slightly fancier phone. Indeed, my colleague Andrew Hoyle called it "the swanky flagship we've been waiting for."